Changing The Way Of Growth In An Invincible Fashion Brand: From Passive To Conscious

Changing the way of growth is the future of Jiangsu clothing Industry is the only way to win in the increasingly fierce international competition.

"In the past, we made every effort to suggest that enterprises create their own brands. The business is only a polite way to deal with it. Now you look at the annual Jiangsu Every year there will be new brands and distinctive features. During the thirteenth Jiangsu International Fashion Festival, Yu Bing, President of the Jiangsu clothing association, told reporters that building an independent brand and upgrading the brand has become the conscious action of Jiangsu clothing enterprises.

According to Yu Bing, in recent years, the creativity and export quality of Jiangsu's textile and garment industry have been greatly improved, reversing the export situation that is mainly based on quantity growth. However, the export situation of Jiangsu's textile and garment industry is still not optimistic this year.

On the one hand, the global economy is still uncertain, resulting in a reduction in global consumer demand. On the other hand, cotton The abnormal rise of prices has led to a sharp rise in prices of raw materials such as yarns and fabrics. Driven by cotton prices, prices of raw materials such as chemical fiber, wool, down and cocoon silk have risen to varying degrees, especially the down price has reached 4 times the historical average price, which has greatly increased the price spanmission pressure of the industrial chain. Labor shortage, inflation and other factors together, making the industry labor costs generally rose more than 30%.

Yu Bing said, "after the impact of the global financial crisis, the Jiangsu apparel industry is deeply aware that changing the growth mode is the only way for the Jiangsu garment industry to maintain and develop international competitive advantages and remain unbeaten in the increasingly fierce international competition."

According to the data, by the end of 2010, the total output value of Jiangsu garment industry reached 10521 billion yuan. Jiangsu garment industry currently has 2 famous brands in China, more than 50 famous brands in China, more than 30 famous trademarks in China, and more than 300 famous brands in Jiangsu.

However, the proportion of brand economy in Jiangsu garment industry accounts for only about 20%, plus the current brand is mostly concentrated in South of Jiangsu area and less in North Jiangsu brand. The road of brand building in Jiangsu still has a long way to go. Compared with Zhejiang, Guangdong and other famous brand provinces, Jiangsu clothing enterprises for others to do the wedding dress is also widespread. In the situation of "shortage of money", "electricity shortage", "shortage of people" and "high cost", "three wastes and one high" situation, the spanition of Jiangsu's clothing is extremely urgent.

Although Jiangsu is a big clothing Province, it is not a big brand province. In the international apparel market, there are still a handful of Jiangsu brands that have a strong appeal. Yu Bing said that the future of Jiangsu's clothing industry still needs to be an article on the brand.

To this end, the Jiangsu clothing association has focused its efforts on strengthening internal strength, focusing on guiding the growth of large enterprises supporting and promoting the garment industry in the whole province, paying close attention to brand building, leading the development of garment industry in Jiangsu and even the whole country by brand, and constantly promoting the upgrading process of the entire garment industry.

For many years, the "Jiangsu Fashion Festival" with the theme of "brand Jiangsu and fashionable Jiangsu" has provided a good platform for the construction and development of Jiangsu brand. It has integrated the advantages of domestic and foreign industrial resources and has become the "incubator" for the growth of Jiangsu's clothing brand.

The thirteenth Jiangsu costumes Festival is upgraded with the "new exhibition hall, new starting point and new height", and moved to the new Nanjing Hexi Museum. With the help of the advanced facilities of the new exhibition hall, the service level has been upgraded, the scale of the exhibition has been expanded, the brand level has been improved, and the new leap forward development has been achieved. The second Jiangsu fashion week has introduced more international ideas, intensified fashion, creativity and design, enhanced the level of activities, embodied the diversity and the age of fashion creativity, and upgraded the series of activities, showing the charm of fashion, brand and innovation.

With the deepening of brand building in Jiangsu, professional design has become the new favorite of garment enterprises. Over the past few years, a large number of professional design institutes have come into being and become the engines of fashion Jiangsu and brand Jiangsu. For this reason, the fashion festival has been set up in the fashion festival and design institutes. Many design institutes in the province and many design institutes from the UK, France, Japan, Hongkong, Taiwan and other provinces have participated in the exhibition negotiations, engaging in joint docking with brand enterprises and accessories enterprises, and enhancing the design and creativity level of Jiangsu garment enterprises. {page_break}

In fact, after 13 years of development, Jiangsu international garment Festival has gradually developed into a booster for the upgrading of Jiangsu's clothing brand.

As a traditional pillar industry, livelihood industry and international competitive advantage industry, the development of textile and garment industry has always been concerned and supported by the provincial Party committee and the provincial government of Jiangsu. On the thirteenth Jiangsu international costume festival, Luo Zhijun, Secretary of the Jiangsu provincial Party committee and governor of Jiangsu Province, visited the exhibition and gave important instructions. The first time was the Jiangsu.

Luo Zhijun pointed out that in recent years, the textile industry in Jiangsu province has made early and quick action in the spanformation and upgrading, and the market competitiveness has been significantly improved. In particular, a large number of enterprises have strengthened their own brand building and got rid of the passive situation of OEM processing in the past. This is a great progress.

In fact, in recent years, Jiangsu clothing brand enterprises have been actively adapting to market changes and innovations in the fierce competition of homogenization and international competition, and found their unique position in the value chain of the industry.

Jiangsu's rising brand, the new brand SPA, has adopted the mode of SPA operation. After implementing the integrated brand management, it has developed rapidly to more than 300 stores in a few years, and has achieved good results in product marketing, market coverage and economic benefits.

Bosideng, red bean, Yalu and other brands have gone through a successful road in the development of enterprise brand diversification. Diversification helps to integrate brand resources, realize the sharing of designer team resources, and enhance the strength of product development. We should realize the multi level coverage of sales network and complement the advantages of resources, and make full use of the marketing channels of domestic and foreign brands to make joint efforts stronger and bigger.

In addition, clothing enterprises in Jiangsu Province focus on brand development, product design, scale economy, precision manufacturing, supply chain and marketing channels, and promote the spanformation and upgrading of enterprises, forming a group of brand enterprises with sustained competitiveness both at home and abroad.

Through the forging of Jiangsu clothing brand, this year, not only has bostin, sunshine, red bean, Yayu, Yayu, Yihu, Zuno, AB, snow bamboo and other famous brands of Chinese famous brands and famous brand names on the clothing festival, and the black peony group also introduced the image of the ERQ cowboy shop in this festival, and a large number of new brands of clothing brands such as LAN Zi embroidery, Bai Fu Lun, self free, FA Shi Fei, seven color city, arston, Hemerocallis, brocade, and Bosman. Many famous brands of famous enterprises have built up half of Jiangsu's clothing.

"Through the clothing festival and the usual industry services, we have promoted the brand building of the enterprises and gathered the Jiangsu apparel brand carrier fleet. At present, the clothing industry in Jiangsu has initially formed a famous brand system based on China's world famous brands, state-level brand names, provincial famous brands and local brand names. Jiangsu's clothing industry has begun to walk out of the road of brand building from" Jiangsu production "to" Jiangsu manufacturing "and then to" Jiangsu intelligent manufacturing ". Yu Bing finally said.